Gone are the days when hardcore selling was the thing. Now in order to sell your product to the consumers, you need to connect with them. There was a time when all syrup companies used to do in their advertisements was showing the colored juices being consumed by a group of people while having a good time. That’s it. Probably this is the reason we never saw competition aka Brand Wars in this category because everyone was enjoying their own space.
However, recently, I came across Rooh Afza’s TVC named Zindagi Mubarak were they did something more than showing a Ramzan Iftar scene or how the syrup can be mixed in water and milk. The TVC talks about the story of a father and daughter who are countries apart after the daughter’s marriage. The dad, who was missing her like anything, chooses the best gift he can to make the daughter realize how much he misses her. He chose a bottle of Rooh Afza in a fancy packaging and recalled all cherishing memories the two have. Being a daughter who is married too, I can totally relate to the situation displayed in the TVC. Marketing gurus might say this is not something new for a brand, however, I think this is a first one for a category that is not much into experimenting with new concepts when it comes to advertising.
Also, I got to know that the ad is completely made in Pakistan. Unlike ‘other’ brands, no one else but Pakistanis hold the credit to have made such flawless and thoughtful concept. I am expecting in the days to come, Rooh Afza will continue to be the clutter breaker with more creative advertisements and won’t go back to being a ‘boring’ brand.
Good job, team Rooh Afza. Looking forward to watching something new next time. Watch the TVC here
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